Digital is a rapidly evolving space where the rules that worked yesterday will not be applicable tomorrow. To survive in this fast-paced environment one needs to be incredibly adaptable to new trends. Digital marketing is a necessary tool today for every brand to reach out their consumers. Due to the constantly changing nature of the digital world, only those who adopt the new tools, trends and techniques can thrive.
The go-to methods that worked at the beginning of the year 2018 are now no longer in favour. This begs the questions, what digital marketing trends will rule in 2019? Here are top ten trends which seem more likely to stay-
1. Artificial intelligence-
Within a few years, artificial intelligence is expected to take over simpler jobs which are managed by humans right now. Already, AI algorithms are efficiently analysing huge amounts of data to predict behaviour patterns. AI today is interactive, responsive and easily personalised. More and more businesses are adopting AI to boost their businesses, especially with the help of Chatbots.
As an aspect of artificial intelligence, chatbots are increasingly being used in business communications, both business to business (B2B) and business to consumers (B2C). They can be integrated into websites, social media platforms and even mobile applications. This level of access allows chatbots to collect data related to consumers, which is then used to prepare marketing strategies by businesses.
3. Voice search-
Voice search has taken the imagination of users by the storm. Virtual assistants have become sophisticated with time and this efficiency will continue to rise. Increasing penetration of high-speed internet and smartphones has enabled the way for voice search to grab one-third of the share of searches done on Google.
4. Machine learning-
This feature of digital marketing is here to stay and grow. Digital marketers have started to rely on machines learning to create their marketing strategies. Machine learning programs can understand the behaviour patterns of consumers and then analyse the data to create a personalised experience for users.
The attention span of humans today is shorter than the attention span of a goldfish. Digital marketers understand that people would rather watch a short engaging video than read a 500 word article. Everyone is on social media watching different types of short videos- almost each one of which is part of some digital marketing (or advertising) campaign. All the while AI algorithms report the data consumption patterns of user back to the marketers.
6. Influencer marketing-
It is not new, but its value is more important than ever. Digital influencers have large and diverse followers. Marketers can tap into this crowd by getting their message across with the help of the influencer to get the word out.
7. Virtual Reality (VR)
It is an artificially crafted reality which allows the user to immerse into different experiences and emotions. Companies are using it to sell unique experiences to their customers as well as raise brand awareness with innovative campaigns.
8. Augmented reality (AR)
An artificial reality which is created as an additional layer on top of our own reality, AR also allows one to immerse themselves in unique experiences. Many brands have experimented with AR to drive their marketing campaigns. Remember how Pokemon Go quickly captured the attention of people worldwide? That is the power of AR.
Due to shorter attention span of humans, marketers are now targeting to get attention of consumers just for a few critical seconds. Within a span of these ‘micro-moments’, the brands aim to deliver their key messages concisely but in an engaging manner. These micro-moments can be classified into four types-
With so many brands vying for consumers’ attention, how can your brand stand out from the rest? Personalisation is the latest answer which is driving all digital marketing efforts worldwide. But how can a marketer create a personalised experience for a consumer sitting on the other side of the world? This demand for personalised content is why digital marketers are investing heavily in all the above mentioned tools, all of which come together to offer users innovative experiences, which will stay with them and guide their choices.